Conversion Optimisation
Optimisation
Also known as: Optimization
Plain English
Improving something so it works better.
Definition
Optimisation is the glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term of improving a product or journey to increase glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term, glossaryUsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term, or conversion.
In practice
Includes guideA/B TestingA/B, split and multivariate testing compared: how to choose the right online experiment, run it honestly, and read the result.Open guide, guideFunnel AnalysisTracking how users move through a journey to identify drop-off points and conversion opportunities.Open guide, and glossaryUsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term improvements.
In context
It hits a ceiling. Once the obvious glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term is gone, further gains need a different proposition rather than a better button, and teams often keep testing long past that point.
The reality
Often focused on small tweaks instead of meaningful changes.
Compared with
Optimisation vs Redesign
Optimisation improves what exists through incremental, measurable change. A redesign replaces it. Optimisation is safer and compounds; redesign is riskier and is the only way past a local maximum.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is optimisation in UX?
It is improving glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term and serviceUser ExperienceImprove journeys, reduce friction, and make digital products clearer, simpler, and easier to move through.Open service.
What does optimisation focus on?
glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term, glossaryUsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term, and glossaryEfficiencyEfficiency measures how quickly and easily users can complete tasks once they are familiar with a system.Open glossary term.
What is a common mistake in optimisation?
Focusing on minor tweaks instead of bigger issues.
How do you optimise effectively?
Use glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term and user glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term to guide changes.
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